ABM LinkedIn Strategy

The Ultimate Guide to Boosting Your ABM LinkedIn Strategy with Profile-Based Marketing

Account-based marketing (ABM) is a strategy for driving revenue by targeting high-value accounts.

A strong ABM LinkedIn Strategy goes beyond targeted advertising. Profile-Based Marketing (PBM) offers a powerful, complementary approach that many marketers underestimate or overlook.

By leveraging individual profiles’ organic reach and relationship-building capabilities, you can significantly enhance your ABM LinkedIn Strategy and drive meaningful engagement.

What is Profile-Based Marketing?

Profile-Based Marketing centres around optimising the LinkedIn profiles of your team members to engage target accounts. 

Think of it as empowering your employees as brand ambassadors and thought leaders, building trust and driving meaningful connections. 

This strategy works particularly well on LinkedIn, a “people first platform” where relationships are built individually.

Want to know more about the power of a personal brand on LinkedIn? Read my blog here.

1. Optimise Individual Profiles

Ensure your team’s LinkedIn profiles demonstrate their subject matter expertise and highlight the value proposition relevant to your target audience. 

A profile audit can help identify areas for improvement. If you would like to know how can help, get in touch.

2. Value-Driven Content

Encourage your team to share content that provides value to their network while reinforcing the key themes and value propositions related to your overall ABM strategy.

3. Identify Target Accounts

Focus on your high-value target accounts.

Map Your Network: determine how your colleagues are already connected to individuals within those accounts.

4. Account Targeting and Connection Strategies

Don’t forget LinkedIn is a social platform, so connecting strategically and lead nurturing on LinkedIn is more effective than a direct sales approach.

Profile-based marketing helps you break into target accounts by leveraging your team’s existing network. By working together, you can build on each other’s connections and improve your connection acceptance rate (CAR) to your target accounts. 

*
Note – At Pitch121 we call this ‘cross-connecting’.

LinkedIn Connection Acceptance Rates (CAR)

5. Leverage Second-Degree Connections

Our research shows that second-degree connections are 14% more likely to accept connection requests than those further removed.

Enable cross-connecting by identifying and sharing lists of first-degree connections within the target account with colleagues.

How to use LinkedIn Sales Navigator with Profile-Based Marketing

Sales Navigator is a powerful tool which can be leveraged to support your PBM efforts. 

Key features include:

  • Targeted Lead Lists:

    Create lead lists to identify key decision-makers and nurture your connections within target accounts.

  • Engagement Insights: 
    Track engagement from key accounts and use it as a starting point for conversation.

  • Team Collaboration:
    I’ve already highlighted the importance of cross-connecting. Leveraging team accounts and shared lists in Sales Navigator streamlines collaboration, making it easier for colleagues to work together effectively. When used strategically, this approach can significantly enhance lead generation and outreach efforts.

Amplify Your Organic Reach

While direct outreach is important, organic LinkedIn activity plays a vital role in Profile-Based Marketing. 

To keep organic reach on track remember;

  • Post consistently
    Regularly share valuable content related to your industry and target accounts.

  • Engagement is Key
    Encourage colleagues to like, comment on, and share each other’s posts. This will amplify your reach and increase the likelihood of your content appearing in the feeds of decision-makers at target accounts.

Measuring the ROI of Profile-Based Marketing

Of course, you need to make sure your strategy is bearing fruit. To keep on top of the ROI of your ABM and Profile-Based Marketing, consider these metrics:

  • Compare Ad Spend
    Evaluate the number of impressions your team’s posts generate organically and compare that to the cost of achieving similar reach with paid advertising.

  • Demographic Insights
    Analyse the demographic data for each post to identify the companies that are viewing your content.

  • Connection Analysis
    Track the correlation between companies with strong connections to your team and those actively engaging with your content.

  • Impact on Sales Pipeline
    Assess the impact of Profile-Based Marketing on key sales metrics, such as SDR effectiveness, pipeline value, and pipeline velocity.


Find more details on tracking your team’s metrics in our blog
Tracking Brand Awareness Metrics on LinkedIn.

By integrating Profile-Based Marketing into your Account Based Marketing strategy, you can build stronger relationships with target accounts, increase brand awareness, and drive revenue growth.

For more on this topic, check out Laura’s LinkedIn Live session: Personalise Your ABM: LinkedIn Strategies to Engage High-Value Prospects.

 

Unlock the Full Potential of Your ABM LinkedIn Strategy

Maximise engagement, strengthen relationships, and drive revenue with Profile-Based Marketing on LinkedIn.

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